“Although Kappa is an Italian heritage sportswear brand that is really well established in sport around the world having sponsored hundreds of pro teams in global football, cricket, rugby, basketball as well as having well established team sport divisions in many countries, the Kappa brand is mainly seen as a lifestyle brand in the U.S. as the sport heritage and the global presence in sport is not as known in the U.S. Our focus with Kappa U.S.A. has been to focus on lifestyle and introduce sport from a lifestyle perspective before moving into some more traditional sports,” says President of Kappa U.S.A., Dre Hayes.

Kappa is the Italian heritage sportswear brand historically synonymous with soccer. This year marks the brand’s first partnership with Gumball as well as a new direction that Kappa U.S. is taking following a collaboration with Heineken.

For more, check out the full article on Forbes